McCann Singapore reimagines Ramadan for BlueBand with “Night of Power” campaign

McCann Singapore has created a new Ramadan campaign, titled “Night of Power” for BlueBand in Indonesia and Malaysia, encouraging families to rethink what it truly means to be “full” during the holy month. The campaign transforms the everyday spoon into a symbol of care, charity, and devotion – showing that while it may be empty of food from dawn to dusk, it can still be filled with goodness throughout the day.

The campaign’s national film follows young Putri, who channels her energy from meals made with BlueBand to fill her spoon with acts of kindness. She prepares food and goodie bags for those in need and helps her mother get meals ready for iftar, demonstrating that the spirit of giving can nourish as much as the food itself.

The film also highlights BlueBand’s limited-edition Ramadan packaging, part of the brand’s renewed promise of “Mighty from Inside / Hebat dari Dalam”, reinforcing the superior nutrition of its recently reformulated product.

The campaign has launched on national television and will be supported by a digital activation, encouraging children to share photos and videos of how they fill their spoons with good deeds. Using a spoon-shaped “Add Yours” template on Instagram and TikTok, the activation invites families to celebrate everyday acts of kindness while naturally integrating BlueBand into Ramadan as a brand that will keep their spoons always full — of both good nutrition and values.

Flora Group Global Brand Director Syed Waqas Azhar, said: “Everything we do with BlueBand is rooted in nutrition essential for the growth of children with the taste known to and loved by generations. When it comes to children we believe in holistic growth. Ramadan presents an opportunity to not only drive awareness around the essential omegas but also the goodness and values across cultures. This Ramadan campaign strikes the balance in a beautiful way, bringing together BlueBand’s role in nourishing growing bodies with the spiritual and emotional ‘fullness’ that defines the holy month.”

BlueBand’s creative relationship with McCann Singapore builds on six years of collaboration that started with the MullenLowe Singapore team, whose work helped shift the brand communications from product-led messaging to a purpose-driven platform of ensuring growth is accessible and possible for every child.

McCann Singapore Global Business Director Shaifali Dayal, said: “We have been strategic and creative partners with BlueBand for the last six years. Our latest campaign is rooted in BlueBand’s purpose of supporting healthy growth while tapping into cultural moments such as Ramadan, where helps our message connect with people through the lens of family, faith and generosity.

“Using the spoon as a creative device, we wanted to move beyond the common associations of Ramadan with fasting and allow the spoon to reflect the deeper meaning of Ramadan: putting others first. By nourishing families, BlueBand becomes a part of what truly matters during the holy month, cementing its role as an essential ingredient at the table and a trusted companion helping goodness flow beyond the table.”